考虑消费者偏好的竞争性企业电子优惠券定向投放策略研究  

Research on the Targeted Delivery Strategy of Competitive Enterprises’Electronic Coupons Considering Consumers’Preference

作　　者：司银元 孟庆良[1] 杨文胜[2] 傅柱 SI Yinyuan;MENG Qingliang;YANG Wensheng;FU Zhu(School of Economics and Management,Jiangsu University of Science and Technology,Zhenjiang 212100,China;School of Economics and Management,Nanjing University of Science and Technology,Nanjing 210094,China)

机构地区：[1]江苏科技大学经济管理学院,江苏镇江212100 [2]南京理工大学经济管理学院,江苏南京210094

出　　处：《运筹与管理》2023年第10期226-232,共7页Operations Research and Management Science

基　　金：国家社会科学基金重点项目(23AGL020);江苏省社会科学基金项目(23GLD003,20GLB016);高校哲学社会科学研究项目(2022SJYB2243);江苏省社科后期重点项目(22HQA1)。

摘　　要：针对生产异质产品的竞争性企业电子优惠券投放问题,本研究考虑消费者偏好异质,剖析基于消费者偏好的电子优惠券定向投放对产品效用的影响机理,构建发放相同面值、不同面值优惠券的决策模型,并进一步讨论产品质量差异下企业的最优优惠券促销策略。研究结果表明:1)优惠券面值与产品价格、质量呈正相关关系,而定向能力水平与消费者价格敏感度呈负相关,与质量敏感度的关系受产品差异的影响;2)优惠券歧视性定价改变了企业的价格、定向能力策略,针对价格敏感型消费者的优惠券面值高于统一定价策略下的优惠券面值,而针对质量敏感型的电子优惠券面值是低于统一定价策略下电子优惠券面值;3)相较于相同面值优惠券策略,不同面值优惠券策略使得企业能够获取更大利润,尤其对于产品或者品牌处于劣势的企业。In a market with uncertain quality perception,consumers often make purchase decisions based on product quality and price.However,different consumers have varied perceptions of product quality and price.As an effectively promotional and advertising tool,e-coupons can not only convey information about a company’s products and quality,but also better meet the needs of consumers with different preferences.At present,the ability of enterprises to obtain information has been significantly improved,and they can effectively identify consumer preferences and target coupons accordingly.Compared with traditional price promotion,targeted coupons pay attention to the matching of coupon delivery scope and consumer demand,which can effectively overcome the problem of poor pertinency of price promotion targets and improve consumers’cognition and acceptance of products.In practice,more and more enterprises carry out targeted coupon promotions.Taking Volkswagen DotCom as an example,merchants combine user preferences to push preferential information on specific commodities in the vicinity,which can significantly reduce consumers’search costs and strengthen consumers’knowledge of the products.When confronted with groups of consumers with different preferences,how to develop an effective e-coupon strategy?How to make a scientific and reasonable decision on the combination of e-coupon and product price based on consumer preferences to maximize revenue?The solution of these problems plays an important role in improving the competitiveness of enterprises.Therefore,in view of the issue of e-coupon delivery in the market of heterogeneous product competition,we innovate from the perspective of consumer preference,analyze the relationship among consumer preference,coupon face value and consumer demand(utility),and use hotelling model to build a decision-making model of coupons with the same/different face value under the influence of directional ability,in order to explore the enterprise e-coupon delivery strategy under the product

关 键 词：消费者偏好 电子优惠券 定向投放能力 价格歧视 

分 类 号：F274[经济管理—企业管理]